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brand strategy
Copywriting
UI/UX
BY HALEY ERICKSON
Good design is...
Louis Vuitton: Captivating Retail Training Materials
Project: Louis Vuitton 'LV Lovers' Perfume Campaign
Role: Brand Strategist / Creative Editor
Objective: Align Louis Vuitton's luxury fragrance with contemporary culture, leveraging heritage storytelling and strategic creative collaboration (Pharrell Williams).
Outcome: A cohesive editorial campaign that seamlessly communicates luxury, emotional resonance, sustainability, and universal appeal.
Role: Brand Strategist / Creative Editor
Objective: Align Louis Vuitton's luxury fragrance with contemporary culture, leveraging heritage storytelling and strategic creative collaboration (Pharrell Williams).
Outcome: A cohesive editorial campaign that seamlessly communicates luxury, emotional resonance, sustainability, and universal appeal.
In conceiving the Retail Training Materials for the launch of fragrance campaign "LV Lovers", my objective was to merge Louis Vuitton’s storied legacy with a contemporary creative vision.
The title, anchored by Pharrell Williams' personal connection to Virginia, aligns the piece with cultural nostalgia, universal values of love and balance, and modern sustainability ideals.
The perfume’s narrative—rooted in natural imagery and sensory storytelling—reflects Louis Vuitton’s commitment to experiences beyond luxury products. By juxtaposing vintage visuals with contemporary typography and photography, the editorial style mirrors the dynamic interplay between the historic sophistication and forward-thinking spirit that define the brand. This strategic approach ensures the campaign not only resonates emotionally but remains culturally relevant, engaging luxury consumers who seek depth, authenticity, and meaning.
This editorial project leverages sensory-rich storytelling to emphasize a visceral journey: fresh, grounding, and luminous. Descriptive imagery—sunlit forests, vibrant botanicals, and elegant balance—underscores Louis Vuitton's enduring commitment to craftsmanship and meaningful experiences.
My approach prioritizes cultural authenticity and narrative depth, infusing the campaign with layers of symbolism that will speak to discerning consumers who seek profound beauty, mindful luxury, and sustainability.
The title, anchored by Pharrell Williams' personal connection to Virginia, aligns the piece with cultural nostalgia, universal values of love and balance, and modern sustainability ideals.
The perfume’s narrative—rooted in natural imagery and sensory storytelling—reflects Louis Vuitton’s commitment to experiences beyond luxury products. By juxtaposing vintage visuals with contemporary typography and photography, the editorial style mirrors the dynamic interplay between the historic sophistication and forward-thinking spirit that define the brand. This strategic approach ensures the campaign not only resonates emotionally but remains culturally relevant, engaging luxury consumers who seek depth, authenticity, and meaning.
This editorial project leverages sensory-rich storytelling to emphasize a visceral journey: fresh, grounding, and luminous. Descriptive imagery—sunlit forests, vibrant botanicals, and elegant balance—underscores Louis Vuitton's enduring commitment to craftsmanship and meaningful experiences.
My approach prioritizes cultural authenticity and narrative depth, infusing the campaign with layers of symbolism that will speak to discerning consumers who seek profound beauty, mindful luxury, and sustainability.
[ Ui/ux design ]
COMPREHENSIVE DIGITAL PRESENCE
Project: Baudry Consulting – Brand Strategy & Website Development
Role: Brand Strategist (Brand Identity, UI/UX, Messaging)
Objective: To position Baudry Consulting as a trusted authority in data engineering, clearly communicating founder Thomas Baudry’s expertise to attract high-value clientele.
Outcome: A sophisticated, intuitive website and cohesive brand identity that authentically showcases Baudry Consulting’s unique value, successfully elevating the brand's market position and appealing directly to discerning decision-makers.
Explore more: baudry-consulting.com
As a brand strategist for Baudry Consulting, I strategically elevated founder Thomas Baudry's digital presence, aligning his deep expertise in data engineering with a sophisticated, minimalist brand identity. Through refined messaging and intuitive UI/UX design, I ensured that the consultancy resonates powerfully with clients seeking authentic, specialized solutions. The resulting transformation positions Baudry Consulting distinctly as a trusted partner in the data-driven innovation space
[ Copywriting ]
ReSee
With ReSee, a premier platform for discovering the best in vintage and authentic luxury fashion, I wrote long form product descriptions that aligned with the brand’s distinguished curation. My responsibilities included researching and analyzing archive products, ensuring each piece was accurately dated and described to highlight its unique value. I made it vital to maintain the company’s high standards and objectives, producing long-form product descriptions that captured the essence of chic, iconic pieces spanning ready-to-wear, couture, accessories, and leather goods.
In this role, I leveraged my deep knowledge of contemporary and vintage fashion terminology to create compelling and informative copy that resonated with ReSee’s fashion-conscious clientele. My work involved meticulous research into previous runway collections and ad campaigns, consulting detailed spreadsheets, and continuously liaising with the team to ensure consistency and accuracy across all product listings. The result was a collection of engaging, well-researched descriptions that not only informed potential buyers but also celebrated the timeless appeal of luxury vintage fashion.
[ UI / UX ]
WEBSITE DESIGN: BLOG CONTENT / CONTENT MARKETING
I created and manage Vrai Blog, a platform dedicated to personal reflections, self-growth, and analytical insights on the luxury market and lifestyle trends. To build this blog, I taught myself Webflow, a powerful CMS, allowing me to design a visually appealing and user-friendly website that aligns with my personal brand. My role encompasses every aspect of the blog, from content creation and UI/UX design to managing the CMS and optimizing user experience.
In addition to writing engaging content, I utilize Google Analytics to analyze website traffic and user behavior, which informs my strategy for future posts and site enhancements. The blog covers a diverse range of topics, including in-depth research on luxury industry trends and brand strategies, personal reflections on self-growth, and lifestyle content aimed at inspiring a thoughtful and balanced life. Through this project, I have honed my skills in content creation, web design, and digital strategy, all while sharing valuable insights and building a personal brand that resonates with a discerning audience.
In addition to writing engaging content, I utilize Google Analytics to analyze website traffic and user behavior, which informs my strategy for future posts and site enhancements. The blog covers a diverse range of topics, including in-depth research on luxury industry trends and brand strategies, personal reflections on self-growth, and lifestyle content aimed at inspiring a thoughtful and balanced life. Through this project, I have honed my skills in content creation, web design, and digital strategy, all while sharing valuable insights and building a personal brand that resonates with a discerning audience.
